The creative process remains under threat on a few different fronts
. The most meaningful seems to be clients who perhaps don't have enough trust in the experts they've hired to create radio ads for their business. This is an understandable situation since the client is the one spending the money and it's their product so they know it best. But our recommendations are based on years of experience with what works and what doesn't in direct response radio. We combine that with what we learn from the campaign brief provided by the client to produce an a radio commercial (or commercials) that we believe will produce the best results. The best way for us to describe how to avoid this mistake is this: provide the agency a full and complete campaign brief up front. Then, when you're asked for feedback on copy or the final produced ad, do your best to restrict that feedback to a) customer insights that you feel were missed, b) incorrect facts in the ads, and c) legal requirements that need to be met.